5 Strategies For Effectively Integrating SMS, IVR and Social
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The document outlines five strategies for effectively integrating SMS, IVR, and social media in marketing to enhance customer experiences. Key points include addressing immediate needs, utilizing data for personalized interactions, and creating a cross-channel marketing approach. It emphasizes the importance of good automation in simplifying interactions and improving overall customer satisfaction.
5 Strategies For Effectively Integrating SMS, IVR and Social
- 1. 5 Strategies for Effectively Integrating SMS, IVR and Social Kane Russell Amy Brennan Vice President of Marketing Marketing Manager Waterfall Mobile Angel
- 2. Your Presenters Kane Russell Vice President of Marketing Waterfall Mobile Amy Brennan Marketing Manager Angel
- 3. Today s Discussion 5 Steps Angel & For Channel Audience Waterfall Integrating Overview Q&A Mobile SMS, IVR and Social
- 4. Angel Company Overview ! Founded in 1999 as a BU of (NASDAQ: MSTR) ! Patented IVR Technology: 25+ granted ! Over 1,200 customers in 20 different industries ! Over 10,000 applications deployed including many of nation s top consumer brands ! Industry Awards for Technology Excellence
- 5. Why Move To the Cloud? ! Highest level of security ! Platform Scalability & Geo-Redundancy ! Eliminate/reduce Capital Expense ! Continual Technology Refresh ! Speed to Market ! Instant IT bandwidth ! Pay for what you use
- 6. Angel Vision: Redefine Voice Web Mobile SMS Email Phone Multi-Channel Interaction Capability Customer Experience Platform MULTI-CHANNEL / MULTI-MODAL COMMUNICATION Intuitive BI Analytics On-Demand Business Intelligence Analytics Name & Address Phone Payment Voice Biometrics Capture Solution Real-time Transcription GPS Chat Mobility CTI Plug & Play Apps Best-in-Breed Solutions Inbound IVR Outbound IVR Virtual Call Center Seamless Data Data CRM ERP Integration Warehouses Web Accessible Data Integration
- 7. The IVR experience is just as important as the technology. User-centered design methodologies, evaluation tools, and best practices will deliver better IVR experiences and business results.
- 8. Let s Face it: Many People Hate IVRs… 1) You are asked by the agent to repeat information that you already provided. 2) You are made to listen to several minutes of nonsense before you are offered anything that you care about. 3) You are made to wait a long time only to be routed to an agent who doesn t know who you are or what you want. 4) You wait a long time only to discover that you are in the wrong queue. 5) You are bounced from one IVR system to another IVR system.
- 9. But They Like Good Automation Good automation:! • Knows who you are… • Caters to your preferences… • Anticipates your needs… Your order has • Respects your time… been confirmed! Need Help?! 888-692-6435! • Serves you quickly! ! And now… knows WHERE you are
- 10. Waterfall Mobile Overview ! Founded August 2005 ! Offices in San Francisco (HQ), New York City and Austin, TX ! Backed by $6B software fund Vista Equity Partners ! Cross-channel mobile & social CRM
- 11. Channel Overview SMS IVR Social Success comes down to execution
- 12. SMS Execution How to create interactivity and immediacy: 1) Include time sensitivity in your messaging SMS is an 2) Integrate a clear call to action interactive and informing next steps immediate form of 3) Focus on driving customer lifetime value as opposed to communication. one-off engagement 4) Use language appropriate for the text message environment 5) Mind time of day when delivering messages
- 13. IVR Execution Poor experience includes: 1) Asked to repeat information that you already provided The IVR 2) Made to listen to several minutes experience is just of non-substantive filler as important as 3) Made to wait a long time only to be routed to an a agent the technology. 4) Wait a long time only to discover that you are in the wrong queue 5) Bounced from one IVR system to another
- 14. Social Execution Focus areas: 1) Dedicate resources to listening to social conversations 2) Generate one-to-many Social media is a conversations with the desired give and take means audience to engage a desired 3) Use multimedia resources to invigorate your social ecosystem audience. 4) Address negative feedback honestly rather than covering up 5) Embrace social across your organization
- 15. 5 Steps For Integrating SMS, IVR & Social Address the low hanging fruit Drive innovation with multiple channels Share data across channels Use data to inform and iterate Develop ongoing personalized conversations
- 16. 1) Address The Low Hanging Fruit Collect data via multiple Integrate calls to action channels across media
- 17. Case In Point: Stella Artois Multichannel commitment increases # of eyeballs & campaign trust
- 18. 2) Drive Innovation With Multiple Channels Roadmap 1) Assess each individual channel to understand how it interrelates with others. 2) Understand each channel’s role within a multichannel campaign 3) Preplan the follow- up strategy
- 19. Case In Point: Jay Z Decoded 2011 Multi-platform search experience and interactive game to decode Jay-Z s life and lyrics 1) Pre-book launch, every page released to the public using encoded pages placed in strategic locations 2) Fans decoded pages over the course of a month 3) Clues found in person or online via Bing.com 4) Text in unique game code from found and decoded pages 5) Credit for decoding awarded online upon which players could share via social media sites 6) Participants also entered to win various prizes including NYE Jay-Z concert
- 20. 3) Share Data Across Channels Moving from multichannel to cross-channel marketing Multichannel marketing puts customers and data as recipients of multi-pronged communication strategy. CUSTOMERS CHANNELS BRAND Cross-channel marketing puts customers and data at the center of an integrated communication strategy.
- 21. Case In Point: PayNearMe Partnership between PayNearMe and 7-Eleven 1) Allows for the purchase of online goods using zero cash or credit cards on hand. 2) Users execute a purchase using their PayNearMe account and later settle the balance in person at a local retailer like 7-11. 3) Account holders can check account balance, transaction history, and payments history in real time via the web, IVR and SMS. 4) User-centric CRM, with user information shared and updated across SMS, IVR and online simultaneously.
- 22. 4) Use Data To Inform And Iterate Subscriber Data Operational Data Segmentation points about Analysis of subscriber individual subscribers, such behavior in aggregate, such as date of birth, gender, as opt out rates, open rates, zip code, shoe size inventive level Strategy: Send the right message, at the right time, to the right person, in the right place in the optimal format
- 23. Case Almost Point: Assorted Campaigns Stop marketing – create personalized engagement instead
- 24. 5) Develop Ongoing Personalized Conversation SMS, IVR and social communication should replicate consumer conversation. 1) Interactive 2) Ongoing 3) One channel picks up where another leaves off 4) One-to-many communication moves to one-to-one
- 25. 5) Case Almost Point: PETA Use collected data to personalize the conversation
- 26. Key Takeaways Disseminate calls to action across media Grab the low hanging fruit Drive campaign innovation Use multiple channels Develop a cross-channel perspective Integrate SMS/IVR/Social data Determine messaging strategy from data Optimize to the user Deepen engagement and insight over time Create conversations • The result: Delight your customers by delivering the right message, at the right time, to the right person, in the right place in the optimal format.
- 27. Q&A Kane Russell Vice President of Marketing, Waterfall Mobile krussell@waterfallmobile.com Resources: Blog | eBooks Amy Brennan Marketing Manager, Angel abrennan@angel.com Resources: Blog | Mobility White Paper